Reliance Jewels join hands with Scarecrow M&C Saatchi to give its ‘Vivaham collection’ a new spin  

The campaign, themed ‘Queen in You,’ celebrates the essence of brides embodying timeless beauty and regal grace on their wedding day 

Mumbai: Reliance Jewels’ “Vivaham Collection,” a diverse range of wedding jewellery, designed to make every bride feel like royal on her special day, sees a new promotional campaign. This campaign, brought to life by Scarecrow M&C Saatchi, highlights the beauty and cultural richness of brides from across India. 

The campaign, themed ‘Queen in You,’ celebrates the essence of brides embodying timeless beauty and regal grace on their wedding day. It showcases various brides, each representing a different region, including the bold Bengali bride, the opulent Odisha bride, the magnificent Maharashtrian bride, the playful Punjabi bride, the trendy Telugu bride, the beautiful Bihari bride, the vibrant Delhi bride, and the charming Karnataka and Andhra bride. Shot at picturesque locations, each video in the campaign captures the unique cultural essence and elegance of these diverse brides. The brand, in the form of a video series, has marketed the campaign across its social media channels.  

Kapil Tammal, National Creative Director at Scarecrow M&C Saatchi, emphasized that the campaign portrays the bride as a queen on her wedding day. “It’s a day where she takes centerstage, radiating an aura of timeless beauty. Every glance, every blessing, and every tear of joy falls upon her. The Vivaham Collection celebrates the feelings of butterflies in her stomach to the nervous excitement in her heart as she experiences the moment she is about to take her throne,” Tammal said. 

Tammal further explained the campaign’s vision, saying, “Every Indian bride is different. The attire she picks, the rituals she follows, and the jewellery she wears are intrinsic to the region she comes from. However, the one thing that’s common in every Indian bride is her royal charm. Our task was to bring to life how different Indian cultures and traditions intertwine seamlessly with the queen that is the Indian bride.” 

Sunil Nayak, CEO of Reliance Jewels, stated, “The Vivaham Collection, with its diverse designs, is tailored to meet the unique needs of modern brides across different regions in India. With this campaign, Reliance Jewels encourages brides-to-be to embrace their inner queen and adorn themselves with jewellery that exudes grace, elegance, and timeless beauty.” 

Retail Jeweller India News